ABSTRACT

This study investigates how product personality and consumers' self-image congruence influence product preference and purchase intention. After a review of theoretical frameworks on product personality and self-image congruence, an experiment was designed to test hypotheses about their effects. Specifically, the study examined how product personality and self-image congruence influenced product preference. It also tested how they influenced purchase intention by a mediating variable of product preference. Furthermore the study objects were grouped into two categories of low and high involvement products to verify if product personality and self-image congruence influenced product preference and purchase intention. Major results of this study are as follows: First, product personality and self-image congruence has positive effect on product preference and purchase intention. Second, product personality and self-image congruence showed stronger effects on purchase intention by a mediating variable like product preference than by themselves. Third, the analysis of effects in terms of involvement showed that product personality and self-image congruence influenced product preference and purchase intention by showing some difference between low involvement and high involvement products. Implications of this study include the following: By realizing the importance of product personality and self-image congruence in business marketing and product development, industries can better satisfy the consumers' wants and maintain stable and sustainable business environment in this rapidly changing market.

KEYWORD

product personality, self-image, self-image congruence, product prefernce

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